Arc Worldwide tailors push for Fiat Professional

Arc Worldwide integrated agency has been selected by Fiat Group Automobiles UK to promote the rebranding of its Light Commercial Vehicle range under the chosen name of Fiat Professional.

Arc Worldwide has created a wide range of integrated media to run the new brand's campaign.

The "Fiat Professional" range of Light Commercial Vehicles is built on years of experience aimed at a wide range of business users: small, medium or large.

Arc Worldwide has been given full responsibility by Fiat Group Automobiles UK to develop a creative media campaign around the "See how we measure up" motto to include press, online and direct mail.

This campaign will highlight Fiat Group Automobiles UK's commitment to exceed customer expectations and suit any business needs whatever the requirements.

Fiat Professional brand manager, Paul Godden, said: "With the rebranding of the LCV range, our aim at Fiat Group Automobiles UK is to show how serious we are about people's business needs and to underline our desire to communicate with our customers as one professional to another.

"Arc Worldwide had responsibility for the previous Ducato and Scudo launch campaigns, which were both successful in improving the awareness of our dealer network capabilities.

"This campaign reflects our objectives to satisfy all present and future Fiat Professional customers".

The campaign is centred on a branded "Fiat Professional" industrial Tape Measure that showcases the specifications of the Fiat Professional range.

This is featured in the press and online, but it's the DM campaign where the solution is brought to life.

The tape measure will be mailed to 15,000 van drivers, small business and fleet managers who will be able to keep it and use it.

Evan Harding at Arc Worldwide commented: "The Fiat van range has previously been established as leader in the UK retail market.

"The new branding will reinforce the range as the perfect business partner.

"Amongst all the specifics the vans offer, the target audience will be pleased to see Fiat cares about its needs whether it's the length of a roll of turf, or the height of the football World Cup".

The fully integrated campaign includes, national and regional press, trade press, DM and digital.

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